A wine market and marketing analysis of Wine Specialities from the Tokaj-Hegyalja Wine District

Tokaj Wine Specialities have few competitors and enjoy a rare niche among natural dessert wines
since traditions surrounding their preparation, their specific microclimate, and unique taste enable one to
utilise marketing tools for branding and market placement. To elaborate the marketing strategy, one needs
market information that adequately shows the current situation and trends. During my research, I carried out
segmentation for Tokaj Wine Specialities consumers and illustrated the correlations with statistical methods.
My research covered the North-Alföld Region and Budapest. I performed a reliability test on the research
databases and demonstrated that the areal data set can be integrated. My hypotheses findings also constitute
new research.